User Generated Content Yang Dilakukan Oleh Pelanggan Routine Coffee & Eatery Pada Media Sosial Instagram

Ramadhana, Kurnia (2023) User Generated Content Yang Dilakukan Oleh Pelanggan Routine Coffee & Eatery Pada Media Sosial Instagram. Tugas Akhir (S1) - thesis, UNIVERSITAS BAKRIE.

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Abstract

The Internet has changed social communication and behavior. Technology-enabled human interaction has replaced traditional “face-to-face” relationships. Consumers are increasingly involved in the process of 'defining and creating value', using experience as a means of providing suggestions and opinions on goods and services. UGC is content that is widely shared on social media, and much content is circulated on social media platforms such as Instagram. The purpose of this study is to find out whether users who consume UGC are also interested in creating branded UGC. It also aims to determine whether users are motivated to create UGC and whether UGC helps build trust and ultimately increases brand awareness and engagement. The food and beverage industry is considered. User Generated Content (UGC) is not a familiar term to many people, so User Generated Content has a huge impact on the users who encounter it. To increase loyalty to the Routine Coffee & Eatery brand, we investigated the impact of user-generated content on customer value, and this study addresses the impact of user-generated content on consumer-to-consumer communication. User-generated content by Elkins and Webster was used in the analysis of this research, and the research methodology uses the case study method with qualitative research. The results of this study show that user-generated content informs the consumer's decision-making process and provides a higher level of credibility than digital marketing communication programs created by brands

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	User Generated Content, Instagram, Brand Management
Subjects:	Communication Science > Social Media Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Kurnia Ramadhana
Date Deposited:	17 Feb 2023 09:35
Last Modified:	17 Feb 2023 09:35
URI:	http://repository.bakrie.ac.id/id/eprint/7128

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